In the article, we will analyze in detail the concept of modern marketing, which at first glance bears an incomprehensible name "social and ethical marketing" or "holistic marketing". After reading this complex and slightly "boring" title, I no longer want to dive into the study of this topic. And even it already seems that this is another concept invented by professors theorists in an attempt to create something new. But believe me, the first impression is wrong.
The concept of socially ethical (holistic) marketing is a modern and highly effective approach to marketing management in a company. And if we exclude from it all the “loud” and “pretentious” statements, then you can draw up a clear plan for the development of the company in modern markets.
The essence of the modern concept of holistic marketing is two statements:
In other words, today it is no longer enough to simply satisfy the basic needs and desires of the buyer, which induce them to buy a product. Competition has taught all market players to do this at a fairly acceptable level. Today it is important to help the consumer to develop, to realize their ambitions through the purchase and interaction with the company's product. And of course, in the world of open communication, freedom of information, it is not enough to have just a cool marketing department, which, when closed in an office, will come up with a great strategy for building a brand and capturing market share. Today, every member of the company must be the bearer of the marketing values, which are approved in the marketing strategy. Every business partner involved in the creation, delivery or advertising of a product must broadcast the quality and image of the company, and not destroy it.
The concept of holistic marketing initiated the development of 4 areas of marketing activities: relationship marketing, integrated marketing, internal marketing and performance marketing. Let's consider each of the named concepts of modern marketing in more detail.
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The rest of the video lectures are available in the section "Fundamentals of Marketing: Basic Course", which does not contain boring theory, includes only the necessary minimum of basic knowledge required for a modern marketer to start a professional career
Relationship marketing consists of activities and programs that help establish long-term and mutually beneficial relationships with people and companies that can influence the company's business. There are 4 groups of such people and companies: consumers, employees, marketing partners (advertising and research agencies, suppliers of raw materials, distributors) and the financial community (shareholders and investors of the company).
Why spend extra effort on these groups? Then, to reduce the risk of adverse situations that can significantly reduce the image of the product or affect the profit and sales of the company. For example:
5. Socio-ethical concept of marketing. The socio-ethical concept of marketing, characteristic of the modern stage of development of human civilization, is based on a new philosophy of entrepreneurship, focused on satisfying the reasonable, healthy needs of the carriers of effective demand. Its purpose is to ensure the long-term well-being of not only an individual enterprise, but also of society as a whole. The norms of social and ethical marketing limit, in a sense, entrepreneurial initiative and production activity, making it dependent on the guidelines for social development and on the unconditional requirement of preserving the environment. the desire of the enterprise for constant expansion, monopoly position in the market, maximizing profits by reducing production costs and increasing sales prices was until recently a generally accepted and recognized motivational basis for entrepreneurial activity. Marketing in the era of mass production and mass sales is a typical example of just such a content of entrepreneurial activity, which ultimately led, in a poorly regulated market, to overproduction of the mass of commodities, deepening cyclical crises and other destructive economic and social consequences for society. The constant desire of many enterprises for unlimited growth is still the main driving force of economic policy, but at the same time it is also the cause of the impending global catastrophe of the community due to the accumulation of weapons of mass destruction, destruction of habitats, depletion of natural resources and other real threats to human civilization. Therefore, it became necessary to exclude the principle of unlimited economic growth, which is understood primarily in such purely quantitative terms as maximizing profits and increasing the gross national product. People associate growth not only with an increase in income, but also with development, i.e. with a different value system. There is a gradual realization that scientific and technological progress, up to a certain stage, serves the interests of a person, but, having passed the peak of utility, begins to play the opposite role, although it continues to contribute to economic growth. In order to correctly assess the usefulness of economic growth, it is necessary to develop criteria for its acceptability. Many scientists are increasingly inclined to think that balance should be used as the main criterion, which, however, does not mean a complete rejection of any growth or development. Such an equilibrium can be defined as a state of society in which the satisfaction of today's normal healthy needs: does not reduce the chances of future generations for a decent life. Economic growth will be considered acceptable only in those cases when it supports or enriches the internal and external relations of the system, including the system of the enterprise as the main economic unit. It is necessary to expand and enrich the very concept of marketing management with new approaches in order for environmental protection to become one of the significant goals of marketing management in the enterprise. Even in the most modern expression, marketing has exclusively economic goals and seeks to balance the economic interests of the consumer and the producer. However, the growing interdependence of economic and social processes, ultimately led to the fact that marketing gradually included serious social tasks - ensuring employment, humanizing working conditions, constant training and retraining of managers, technical personnel and production workers, expanding the participation of team members in management. enterprise. in the mid-1980s, the concept of marketing was enriched by the introduction of a system of environmental assessments into economic activity. The beginning was laid by a number of entrepreneurs who, in their practical activities, paid attention to the fact that consumers, as carriers of effective demand, are increasingly striving to increase the quality of life in the process of meeting their needs. The concept of quality of life includes not only the abundance and availability of high quality goods and services, but also the preservation and even improvement of the quality of the living environment. Innovative entrepreneurs in their companies began to develop and implement programs for the processing of secondary raw materials and other industrial waste, utilization of municipal waste, the introduction of new waste-free and energy-saving technologies, and other environmentally and socially ethically oriented innovations. At the beginning, environmental protection measures were considered in the framework of entrepreneurial activity as undesirable, since their implementation required high costs and could, from this point of view, worsen the competitive position of the enterprise. Soon, however, the business community and the public stopped evaluating conservation measures only in terms of waste. Moreover, these costs have come to be seen as an investment in the future and even as a means of achieving superiority over competitors. Eco-conscious marketing today is characteristic of the most forward-thinking entrepreneurs. A significant impetus for entrepreneurs in increasing the number of environmental protection measures was the emergence and organizational design of a mass movement for environmental protection "which opposes not marketing and reasonable healthy consumption, but that all economic activities are carried out on the basis of environmental safety and harmlessness and for the sake of increasing quality of life. An important factor in limiting economic activity and reorienting it to meet the needs of citizens was the formation at the beginning of the 20th century, a movement to protect consumer rights. This organized movement of citizens and some government agencies and institutions is aimed at empowering buyers (consumers) to influence sellers (producers). traditional rights of buyers (consumers) include: the right to refuse to purchase the goods offered by the seller; the right to expect that the product is harmless and safe to handle, that the product, when used, will exactly match the seller's statements (for example, instructions for use); the right to receive complete information about the most important qualities of the product; the right to be protected from questionable products and unfair marketing practices (for example, unfair advertising); the right to influence the improvement of products and marketing activities for the sake of improving the quality of life. consumers have all legal grounds to protect their interests from various types of unfair activities of producers and sellers. This is an appeal with letters to the management of enterprises or to the media, complaints to state and local government bodies and even to general or special courts. If we consider the activities of an enterprise in the international context within the framework of organizing and conducting sale and purchase transactions with foreign counterparties, international scientific, technical and industrial cooperation, each entrepreneur should be aware that any of the listed activities in the international market is regulated, in addition to national laws and by-laws, by a number of international codes. These codes, introducing uniform rules in international economic relations, as well as certain standards and norms of business communication, have been developed by the International Chamber of Commerce (ICC) with the support and participation of a number of international specialized organizations. The content of international codes defining good business practices is dispositive. Nevertheless, if the relevant specialized public national organizations agree with the provisions of international codes and establish similar rules and regulations for national participants in international economic relations, then it is considered that the members of such national specialized organizations voluntarily undertake to comply with all the basic provisions in their commercial practice. international codes. The use of international codes in commercial practice significantly increases the responsibility of entrepreneurs and their professional specialized organizations, unions and associations to consumers and society as a whole, helps to overcome and eliminate unfair methods of competition from commercial practice, regulates and introduces all types of entrepreneurial activity into a certain legal framework ... Moreover, the ICC considers international codes to be the most important cement for self-regulation of business activity, since the rules of conduct established by these documents are developed by entrepreneurs themselves, including in the interests of their business activities. There is a conviction in business circles that such self-regulation of entrepreneurial activity is more preferable than measures of state regulation, in particular, because they are easier to adapt to the dynamically changing conditions of the external and internal environment of enterprises, to modern scientific and technological progress and socio-economic changes in society. The active use of the provisions of international codes in everyday business activities contributes to the widespread dissemination of positive business practices in business structures. International codes developed by the ICC regulate business activities in the areas of fair competition, advertising, sales promotion, marketing social research, etc. The transition to developed commodity-money relations, a socially oriented market economy inevitably leads to the formation in the depths of the management structures of state, private and other enterprises of a marketing approach to solving the problems of production and sale of goods and services. Naturally, such an approach foresees, first of all, the reorientation of all production and economic activities towards the consumer, taking into account his interests, tastes and preferences, and rejection of the dictates on the part of producers and suppliers of goods and services. The socio-ethical concept of marketing is characterized by the following most typical and obligatory requirements: 1. The main purpose of the enterprise should be to satisfy the reasonable, healthy needs of consumers in accordance with the humane interests of society. ... The enterprise must be constantly busy looking for opportunities to create new products that better satisfy the needs of customers. It must be prepared to systematically make improvements to the products in accordance with the interests of the buyers. ... An enterprise should refuse to manufacture and sell such goods that are contrary to the interests of consumers in general and especially if they can harm the consumer and society as a whole. ... Consumers, relying on their own actions and public opinion, should support only those enterprises that are emphatically concerned about satisfying the normal healthy needs of the bearers of effective demand. ... Consumers, taking care of preserving and improving the quality of life, will not buy goods from enterprises that use environmentally harmful technologies even for the production of goods that society needs. ... The enterprise must create and implement in practice such programs of socio-economic development, which serve not only the interests of the enterprise itself and its labor collective, but also useful for the social development of the region in which the enterprise operates. Since the goal of the socio-ethical concept of marketing is to ensure the long-term well-being of not only an individual enterprise, but also of society as a whole, at least four points must be taken into account when managing marketing at the enterprise level: the needs of the buyer (consumer), the vital interests of the consumer , the interests of the enterprise, the interests of society.
The socio-ethical concept of marketing, characteristic of the modern stage of development of human civilization, is based on a new philosophy of entrepreneurship focused on satisfying the reasonable, healthy needs of the carriers of effective demand. Its purpose is to ensure the long-term well-being of not only an individual enterprise, but also of society as a whole.
The concept of social and ethical marketing of the company was addressed in the third quarter of the twentieth century. The concept of socially responsible marketing was intended to replace the traditional concept of marketing, in order to rationalize consumption and environmental protection of society from unwanted production processes.
The emphasis is on comprehensive marketing activities aimed at meeting the needs of the target market and at the same time taking into account the social and ethical needs of society as a whole.
Within the framework of the concept of socially responsible marketing, the company, along with researching the needs of potential and actual buyers, identifies public interests and strives to satisfy them.
Applying the concept of social and ethical marketing involves:
1. Along with the needs of buyers, there are public interests that are recognized and accepted by buyers;
2. the success of the enterprise depends, among other things, on public opinion, which is formed on the basis of the attitude of the enterprise to the interests of society.
3. all other things being equal, consumers prefer goods produced by a company that takes into account the interests of society.
The concept envisages situations when the marketing efforts of various manufacturers are at the same level and the competition in the market is very high. The competitive advantage is gained by the company, the offer of which best suits the needs of the buyer at the same time, in its activities the company takes into account the interests of society and satisfies them.
The norms of social and ethical marketing limit, in a sense, entrepreneurial initiative and production activity, making it dependent on the guidelines for social development and on the unconditional requirement to preserve the environment.
The company's desire for constant expansion, monopoly position in the market, maximizing profits by reducing production costs and increasing sales prices was until recently a generally accepted and recognized motivational basis for entrepreneurial activity. Marketing in the era of mass production and mass sales is a typical example of just such a content of entrepreneurial activity, which ultimately led, in a poorly regulated market, to overproduction of the mass of commodities, deepening cyclical crises and other destructive economic and social consequences for society.
The constant desire of many enterprises for unlimited growth is still the main driving force of economic policy, but at the same time it is also the cause of the impending global disaster of the community due to the accumulation of weapons of mass destruction, destruction of habitats, depletion of natural resources and other real threats to human civilization. Therefore, it became necessary to exclude the principle of unlimited economic growth, which is understood primarily in such purely quantitative terms as maximizing profits and increasing the gross national product.
Problems and prospects for the implementation of investment projects (on the example of the Arkhangelsk region) Heading: 9. Finances, money and credit Date of publication: 06. 1.013 Article viewed: 1425